Most event programs are built around visibility: booths, sponsorships, brand presence For years, that approach was considered the safest way to drive pipeline. But what if the deals you care about aren’t won on crowded show floors? And your highest-value buyers respond to something far more intentional? In this episode, Matt sits down with Bronwen Gregg, who leads event strategy from inside sales enablement, not marketing. After seeing diminishing returns from large trade shows, her team sh...